ChatGPT adoption for enhancing S-commerce content creation: a case study of OTOP herbal cosmetic in Northern Thailand

Abstract

The study examines the acceptance of ChatGPT usage among entrepreneurs in OTOP herbal cosmetics in Northern Thailand. Utilizing a sample obtained through 53 entrepreneurs from the 2022 OTOP selection list, data was collected using a questionnaire designed based on the Technology Acceptance Model (TAM). Regression analysis was employed to analyze and explain ChatGPT acceptance of entrepreneurs. Additionally, a systematic literature review (SLR) of research articles from SCOPUS was conducted to provide supplementary in-depth insights related to factors influencing ChatGPT integration on social commerce (S-Commerce) creation acceptance. Findings reveal that most Northern Herbal Cosmetic Industry entrepreneurs primarily utilize Facebook as their primary platform for conducting S-Commerce. However, despite the significant role of content marketing in today's market, entrepreneurs exhibit a relatively low average content posting rate on their pages, aligning with their dissatisfaction with online marketing outcomes. However, the high adoption rate of chat channels for customer engagement indicates a market readiness for innovative communication tools. Therefore, if ChatGPT is perceived as beneficial and user-friendly, these entrepreneurs will readily accept it to enhance their content creation on S-Commerce platforms. Furthermore, the SLR results present factors influencing the acceptance of AI in entrepreneurial operations. The highest number of studies pertained to "More AI Usage by Existing Customers," followed by "End User Support," "Reliability," and "Personal Resources." This study is a gateway for further exploration into strategic usage and trends of AI tools like ChatGPT in Thailand's social commerce (S-Commerce) industry, providing enduring insights for future research endeavors